How Brands Grow Part 2 Pdf -

Mental availability is the propensity for a brand to be thought of in buying situations—it’s about being famous enough to be remembered.

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: Whether selling corporate software or banking services, larger brands naturally command higher penetration and marginally higher retention. Mental availability is the propensity for a brand

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High Fame +-----------------------+-----------------------+ | | | | Use Alone | Investment Zone | | (Asset is strong, | (Widely known but | | needs maintenance) | not yet unique) | | | | Low +-----------------------+-----------------------+ High Uniqueness Uniqueness | | | | Ignore/Drop | Tactical Use | | (Wastes resources, | (Niche asset, use in | | low strategic value)| specific contexts) | | | | +-----------------------+-----------------------+ Low Fame What percentage of category buyers know the asset?

Being highly visible and easy to find within that environment.

To transition from reading the theory to executing an evidence-based marketing strategy, use this strategic checklist: